Abstract:

In the age of performance and programmatic marketing, advertisers have come to expect speed, agility and accuracy in everything from target audience understanding, to communications planning, and measuring campaign effectiveness. This paper details ways to integrate declaration-based insights from survey data with near real-time behavioural insights from other sources. These two data sets can work together to create one powerful dataset that retains the best of both outputs to deliver new and exciting opportunities to engage today's media savvy, and often media fatigued, consumers. Three data integration projects are shared as case studies.